Friday, April 06, 2007

A Load Of B Words.

Many words beginning with B are synonomous with nonsense and fraudulent behaviour. The one I hate most is branding which I see as a mythologised smokescreen and which is the basis of so much spurious nonsense as this from entrepreneur.com demonstrates:

Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products

I fear it's more than just designers who think of it like that - I hate the word brand anyway because it's too active - it suggest you can impose it on the customer, where it's the customer who ultimately ascribes the values to the porduct/service.